Lifesize goes eco-friendly with marketing strategy

Energy saver: This video call saved 5.78 metric tonnes of CO2 in air miles

High-definition videoconferencing (VC) vendor Lifesize has claimed it can invigorate the VC market with two new marketing schemes.

Last week, it announced a global partnership with lobbyists the Climate Group and a new marketing strategy intended to exploit the current fashions in eco-friendly technology. The programme was unveiled under the name Planetwise.

“Planetwise plans to promote green technologies and policies,
improve the company’s environmental efficiency and provide support to the Climate Group,” explained Ray Kenny, Lifesize’s UK country manager.
Kenny also said Lifesize may look to boost its UK sales channel by recruiting more telecoms resellers. “We have used IP and PBX dealers to sell our products so far, and adding video to their portfolio has not been a big challenge for them,” he said.

As margins on selling voice minutes are becoming tighter, he argued, video could offer a new lease of life to this breed of resellers. “The voice dealers I have spoken to can easily move up. Their enthusiasm could galvanise this market.”
Lifesize was founded by Craig Malloy, whose original start up, Via Video, was acquired by Polycom. Malloy left Polycom in 2004, and set up Lifesize with the intention of improving picture quality on video conferencing systems.

“High-definition video gives you 10 times the picture quality and it makes all the difference. It gives you that immersive experience that was lacking in previous generations,” said Kenny.
The green argument is hardly a new marketing ploy for promoting conferencing technology, Kenny admitted. But the involvement of the Climate Group, an independent, non-profit organisation, could lend the marketing drive some credence.

The Climate Group works with more than 40 member companies and governments such as AIG, Barclays, Bloomberg, Johnson & Johnson, JP Morgan Chase, Starbucks, Timberland and Virgin. It recently launched the Voluntary Carbon Standard, which it claims is a global benchmark for project-based voluntary emission reductions.

As part of the firm’s Planetwise programme, Lifesize conducted an environmental audit of company operations to measure its carbon footprint and identify opportunities for environmental improvement. Lifesize will share the company’s best environmental practices through the Planetwise programme.
Steve Howard, chief executive of the Climate Group said: “The Climate Group welcomes Lifesize’s generous pro bono donation and its solutions will support our international work with government and business leaders to accelerate a low-carbon economy and reduce greenhouse gas emissions.”